After the consumption boom that occurred in 2020, last year the market returned to a certain normality, both in demand and in the supply of finished products and inputs and components for local manufacturing, which intensifies, for example, in the case of electric kettles.

Por Rodolfo Pollini

This category remains stable although with some changes in the mix. According to Germán Gómez, Southern Cone director at Spectrum Brands, traditional filter coffee makers lose volume to single-serve coffee machines and even espresso machines. “Kettles were included in the list of sensitive products to discourage imports, there is a large migration towards national products and in toasters, sandwich makers and juicers there was a slight slowdown compared to 2020”, he pointed out.

“Although last year the market remained stable, we grew and so did some categories, because in 2020 there were shortages and many problems that partly continued in 2021, due to plant closures in China and are still far from being solved”said Guido Lombardi, commercial manager at Peabody. "We made very aggressive purchases and those problems did not affect us so much. This year we have expectations of recovering the spaces that were lost before due to not having stock. We see a stable market but we are going to make an important bet to gain share."

“In 2020, the demand for small appliances had notable growth, although the supply remained stable”said Jesica Signorelli, in charge of the category at Newsan. "This increase was challenging for us due to the problems of supplying parts due to delays at origin. We learned to work with the new regulations to import, as in turkeys, a product with strong demand and little supply of imported ones. Fortunately, we began to produce them locally to supply that demand."

According to Javier Margules, owner of Starken S.A., after 2020, when sales increased online due to the pandemic, last year the products entered a “logical plateau” and only in the last quarter did sales rise, especially in juicers and juicers, due to a seasonal issue.
Natalia Estévez, RCA marketing manager, considered that last year demand remained at similar levels to 2020, despite the context. “Consumers continued to renew their appliances to have greater comfort”, said.

“Sales were higher in 2021, but 2020 was a good year for small appliances”, recalled Sebastián Leibovich, Marketing and Product Manager at Midea. "Last year we recorded an increase in sales in general. Over the months the situation was somewhat changing but the final result was good. The availability of products did not have major problems."

Demand and mix

“Despite the lack of products and little mix, electric kettles continue to be in high demand,” said Signorelli. "The number of espresso machines also almost doubled, due to the lack of capsules. An interesting fact is the participation of uncut kettles, which with 45% participation almost equal the cut ones because they are not only used in the home and for mate and then the price predominates over the service."
“We don't have a large number of SKUs,” Leibovich acknowledged. "In general, we saw demand behavior similar to the previous year, with a little growth in lower priced products. Within breakfast we did not see a relevant change in the mix".

Imports

“We did not have supply problems, since we have a very strengthened bond with our suppliers and the company's comex team managed to sustain the import operation of all products in a timely manner,” stated Estévez.

Official regulations on foreign trade undoubtedly affected some categories and the national industry stepped up to the plate to ensure supply. “We learned to work with the new times of our suppliers in China”Signorelli acknowledged. “The deadlines were extended and that caused us to have shortages for a few months, but in 2021 the share of imports for breakfast products placed us as the main importers in the country, as in 2020. This year, with national production and the new ATMA portfolio, we will be much more aggressive.”

Peabody

One of the products that Peabody highlights is the electric water heater. “We still cannot supply the demand,” Lombardi said, pointing out the performance of the product. The brand's catalog includes three medium and high-end espresso machines, where the 5004 stands out, which includes a grinder. Four more will be launched this year. There is a line of classic and digital drip coffee makers, a milk frother, a coffee grinder with a removable grinder for washing and another that grinds by compression. The line of toasters has 5 models, from the basic to the digital ones and complements three juicers in various colors, medium and high-end compression juicers and an industrial type with the Hurom brand. The company plans to launch high-tech products and continue with the integration of national products.

Smart Tek

Acegame offers a wide line. The SM850 2-in-1 sandwich maker and waffle maker with removable and interchangeable plates has a non-stick coating; hermetic seal; light indicator, power of 750 watts and one year warranty. The SD2031 2-bread toaster, stainless, has toasting regulation control; defrost and reheat functions; crumb tray; wide openings and operating LEDs. In juicers they offer one of 600 watts and 350 ml. Stainless steel with 6.5 cm mouth for fruits and vegetables, 350 ml jug, 1.3 liter pulp and waste container, 2 speeds, anti-drip spout, stainless steel blade, washable filter, removable parts and non-slip base. The YM800 yogurt maker for 8 jars of 175 ml (1.4 liters) has a stainless exterior, transparent cover, temperature of 42° C and 1.2 meter cable. The catalog is completed by an electric kettle, a foam maker, a citrus juicer and a blender with a grinder.

Atma

ATMA has already started the production of plastic kettles with and without cutting in a line that will reach 4 models and highlights the incorporation of stainless steel, digital and colored kettles. In toasters there are models in red and white plastic and stainless steel; a variety of filter coffee makers also in various colors and liters, a yogurt maker and complete the line with plastic juicers and juicers. Newsan also announced the launch of small appliances with the Philco line, where part of its first launch includes domestically produced electric kettles.

Liliana

Liliana Appliances offers several products with its Breakfast line, such as the 2100 watt, 1.8 liter Silvermate kettle with digital control between 40º and 100º, illuminated display, stainless body, removable particle filter, safety lock and 360° rotating base. The Smarty coffee maker, 900 watts with digital display and timer, maintains the temperature for 2 hours, has automatic shut-off, removable and washable filter, anti-drip valve, power light, non-slip base and water level viewer. The capacity is 1.8 liters. For juices, they offer the 100-watt Exprimix with a double cone, stainless steel body, non-slip feet, adjustable filter and anti-drip spout. The Nutrijug AJ950 Extractor, with an extra large mouth, comes with a pulp and seed container, stainless filter and blade, and 500 watts of power. The Mastertost sandwich maker has extra large plates, a power light, a non-stick surface, a handle with a safety lock and a power of 700 watts. Closing the line is the Deluxetost toaster with double sandwich accessory, large mouths, 7 toasting levels, cord winder, crumb tray, function light, non-slip base and defrost, reheat and cancel functions.

BKF

The BKF Breakfast line highlights 4 products. The BF-CM1500 coffee maker has an anti-drip valve, a plate to keep the drink warm, a light switch and a glass jug. The BF-EJ2.0 juice extractor is a premium product from the Steel line with a 1 liter capacity, stainless steel filter, waste storage container and transparent lid. The BF-TO1.0D toaster has a lightweight and practical design, crumb collection tray, automatic ejection, capacity for two toasts and 6 toasting levels. Finally, the BF-EK4.0R electric kettle, also from the Steel line, has a 1.8 liter capacity, mate cut and heating plate to maintain the water temperature.

Black + Decker

This brand highlights five products. The CJ650W-AR juicer, 1 liter and 30 watts with pulp control, has an auto-reversing cone, strainer, dishwasher-safe parts, cable guard and transparent lid. The CM0941B-AR, 12-cup coffee maker has Sneak-A-Cup technology that allows you to interrupt the brew, glass carafe, washable filter, non-stick heating plate and on and off indicator. The toasters: TR21640-AR and TR21650-AR, with 2 and 4 extra wide slots, have 6 toasting levels, function for frozen bread, adjustable guides, lever to lift food, waste tray and cable reel. The TR19610-AR is a 780-watt 2-slice toaster with extra-wide slots, adjustable guides, illuminated panel, 7 levels, freeze, cancel and reheat functions, and crumb tray. Finally, the 3-in-1 Breakfast Station comes with interchangeable plates that allow you to prepare waffles and sandwiches and grill. The plates are very deep non-stick, it has a cool-touch handle and a power and preheating indicator light.

Telefunken

The Telefunken Breakfast line includes 3 coffee makers. The Roma Pro is an espresso machine with 21 bars, a state-of-the-art Italian pump and exclusive Thermoquick technology that keeps the water at the exact temperature to prepare an espresso. Florencia is an electric coffee maker with a grinder to have all the properties of freshly ground coffee, both aromatic and flavourful. Venezia has a capacity of 1.5 liters (10-12 cups), anti-drip function, automatic shut-off, warming plate that automatically keeps coffee hot, programmable timer and digital display.
The line is complemented by the Juicer 1250 juicer, with a large capacity jug and 2 cones for each type of fruit, and the Easy Maker sandwich maker in two versions, both ultra-light, with 750 watts of power, automatic on and off. The Easy Maker G, with a grill plate, allows you to prepare toasts and the Easy Maker T incorporates the sandwich plate for sealing and cutting.

Smartlife

Smartlife has a line of products on the market with a 2-year warranty that, in the case of those intended for the first hour of the day at home, begins with the SL-CMD1095 digital filter coffee maker, as the company highlights with an excellent relationship between price and product. It has a timer, coffee intensity regulator and LED display control. The SL-JC3400 juicer with a 1 liter capacity incorporates stainless steel details, a double cone for different citrus fruits, a pulp regulator and is easy to clean. Another essential helper is the SL-TO1301B toaster in black, with capacity for 2 slices of bread, 6 toasting levels, defrost function, crumb collecting tray and cable winder. It is cold to the touch.

Kanji Home

The KanjiHome catalog includes sandwich makers, toasters, juicers, coffee makers, waffle makers and panini sandwich makers. Currently they do not offer kettles due to the difficulties in anticipating import authorizations in advance, but according to Alejandro Waisman, commercial manager, they are in the middle of a project to manufacture national kettles that will be on the market in April of this year. “Whenever we can add value in Argentina, we do it,” Waisman said.

Prices:

According to Signorelli, supply problems impacted prices, but ATMA tried to remain competitive in the market. "Although there were increases in inputs, in China costs and in freight, our negotiations are continuous so that the impact is as minor as possible on the final price," he added. “During 2021 this did not affect us by more than 15% or 20%.”

Shekel

“During the last year we had a considerable increase in units sold, even with delays in supplying demand due to the import situation,” Sikla reported. "The larger capacity coffee machines are aimed at the meeting place and social life and as activity outside the home has increased over the last year, our products had more demand. The year closed positively and we have very good expectations for 2022." Sikla offers a wide catalog of coffee makers with a basic line of 4.5, 6 and 7 liters (models CB-04, CB-06 and CB-07). They are automatic and prepare any type of infusion. They come with two-way faucet; removable and reusable filter for easy cleaning; Stainless steel body and light readiness indicator. They are easy to use and durable, they prepare the infusion by cycling the preparation at the thermostat's fixed temperature through the grinds and using gravity to achieve the required strength.

Year

JAHRO presents a line of small breakfast appliances with two electric kettles, one with a mate cutter and one exclusively with a kettle function. The company adds a practical citrus juicer to this line and announces that they plan to incorporate new models over the months in line with the needs of the market. Natalia Russo, marketing manager, highlighted that in the context of the current situation, the product with the greatest demand is the electric kettle with a mate cut.

Ultracomb

Ultracomb launches a proposal for breakfast that opens with the EX – 2302 juicer with a 1250 ml jug, 50 watt motor and double cone for different sizes of fruit. The PE-4909 electric kettle only for mate has a power of 2200 watts, a removable 1.7 liter jug, a filter to retain water impurities, a water level indicator, automatic shut-off, a security system, a 360° rotating base with a central connection, a cool-touch lid and handle, and an operating indicator light. The TO-4005 automatic toaster, with a power of 750 watts and self-adjusting for 2 slices of dairy bread, has a cold-touch body, 7 toasting levels, a removable lower tray for cleaning crumbs and cable storage space.

Helmet

Yelmo updated this line both in functionality and technology as well as in aesthetics and materials. One of the products that the brand highlights is the PE-3906 kettle that heats the water until it reaches the ideal temperature for mate. It has a removable 1.7-liter stainless steel jug, filter to retain water impurities, water level indicator, automatic shut-off, safety system, 360° rotating base with central connection, cool-touch lid and handle, and operating indicator light. The EX 1304 juicer has a 120-watt motor, stainless steel pouring spout with anti-drip lock, body and pulp filter made of stainless steel, it is very easy to clean and disassemble and comes with a double cone for different sizes of fruit.

Prices #2:

“The main problem is the FOB increases in China and the value of freight rates,” Margules said. "The account of how much these products rose between January and December 2021 is between 10% and 12% maximum, while inflation, FOB increases and freight rates were much higher. Evidently, more was imported than could be sold and the prices did not reflect a possible replacement cost, without taking into account the authorizations to be able to import them."

Philips

The Philips Grind & Brew coffee maker comes with an integrated grinder with conical grinders, to achieve the perfect size when grinding. Aroma Spiral is an intelligent nozzle that stirs the coffee inside the jug and pours it evenly so that the aroma is optimal from the first to the last cup. Intensity Selection adjusts the intensity of the coffee between mild, medium or strong. You can also use ground coffee instead of beans by deactivating the grinder. The grind selection button customizes the coffee flavor from 9 fine or coarse grind options. Thanks to the brew button, you can easily select and customize settings such as the number of cups and intensity. Also select how long the coffee will stay hot and set the auto shut-off time, from 10 minutes to 2 hours. It has an anti-drip system and water level indicator.

RCA

“Within our line, the turkey category grew exponentially, with two models,” said Natalia Estévez, marketing manager. "For this year we are developing a new line, with a greater variety of models such as Inox with digital temperature control and a line of colors with a design also in stainless steel." The RWK200INOX is a 1.7 liter electric kettle with a rotating base, automatic shut-off and water level indicator. It measures 249 mm high, 217 mm wide, 169 mm deep and weighs 0.81 kilos.
The RWK200, also 1.7 liters, has 1850 watts of power, a rotating base, automatic shut-off and a water level indicator. It measures 240 mm high, 217 mm wide and 169 mm deep.

Ken Brown

Three Ken Brown products. The PC700 is a juice extractor with a super-powered 850-watt motor, 2 power levels, stainless steel filter and blade, extra-large feed tube, stainless steel cabinet and 1-liter capacity jug. The SW282 waffle maker, for 2 square-shaped waffles, has a power of 750 watts, stored in a vertical position, indicator lights, airtight closure, non-stick surface, non-slip base and comes in red and cool-touch polished stainless steel. The JE103 electric jug for mate and coffee, 1650 watts, has a 1.5 liter capacity, stainless steel body, temperature selection for mate, coffee or tea, cable saver, 360° rotating base, light indicators, protection against waterless function and automatic shut-off.

Midea

Midea offers a line consisting of kettles, coffee makers and toasters. One of the kettles has digital temperature control, 1.7 liter capacity, 1820 watts power and digital temperature control, water level meter, easy-open lid with button, automatic safety shut-off and stainless steel color. The other, without temperature control, has a capacity of 1.7 liters, a power of 1850 watts, automatic safety shut-off, fast boiling and a stainless steel jug. The coffee maker, with 0.8 liters and a power of 650 watts, comes with a fast heating and anti-drip system, removable filter basket and anti-boil protection. The 2-slice toaster with 6 toasting levels closes the line; functions to toast, defrost and reheat and cancel option to stop toasting. All products have a 1-year warranty.

Nespresso

Nespresso added the CitiZ Chrome to its portfolio, a modern retro machine with an auto shut-off system and only two buttons, which are programmable. The folding tray can be removed to enjoy coffee in a larger cup. The CitiZ&Milk adds to the features of the CitiZ the built-in Aeroccino 3 accessory. This means that in addition to preparing coffee, you can add milk foam with the push of a button.
The Lattissima Pro has a built-in milk frother and various coffee options. Use is intuitive due to its advanced technology and has a digital touch screen, auto-off function and self-cleaning system.

Suzika

Suzika presents a steel electric kettle with a black color combination, a capacity of 1.8 liters, a matte cut and a power of 1850/2200 watts.

Westinghouse

With the Westinghouse brand, Fag Sistems has three toasters on the market that, according to the company, have a good positioning based on the relationship between price, quality and brand recognition, creating a very good combo for the consumer.